多品牌危机对行业信任的伤害机理研究

Research on Damage Mechanism of Multi-brands Crisis on Industrial Trust

近几年,多品牌危机事件频繁发生,导致消费者对行业信任度的下降。笔者以乳制品行业为研究对象,结合消费者卷入度、品牌来源国等主客观因素,对比分析了多品牌危机与单品牌危机对行业信任影响的内在机理。通过实验设计收集数据,并运用线性回归以及多因素方差分析等方法验证了研究假设,研究结果表明:相对于单品牌危机,多品牌危机更容易使消费者产生恐慌的情绪;多品牌危机中,消费者的风险认知越高,行业信任越低;消费者的焦虑情绪越高,行业信任越低;消费者的从众行为越高,行业信任越低;消费者卷入度与品牌来源国对多品牌危机与消费者恐慌情绪之间的关系具有调节作用。据此,笔者认为多品牌危机发生后,企业、政府、行业组织应该主动澄清事实,帮助安抚消费者的情绪,减少他们的风险感知与焦虑情绪。此外,为了避免行业危机的发生,应加强专业机构认证与行业规范,同时利用媒体进行正面宣传以减少公众的恐慌感,增强消费者的行业信任。

In recent years, multi-brand crisis occurs frequently, causing consumers＇ industrial trust to decline. From the perspective of customers, this paper compares and analyzes different mechanisms of indus- trial trust impact between multi-brand and single-brand crisis in a systematic fashion, combining subjective and objective factors such as customer involvement and the original country of brands. This paper designs the experiment on the basis of dairy industry to collect data and uses linear regression and multi-factor variance analysis to test hypothesis. The conclusions we find are as following： to begin with, multi-brands crisis is more likely to cause customers＇ panic feelings compared with single-brand crisis. Then, in multi-brands crisis, the higher the customers＇ risk awareness is, the lower the industrial trust will be. The same is true to customers＇ anxiety and herd behavior. Finally, customer involvement and the original country of brands can mediate the relationship between multi-brand crisis and customers＇ panic feelings. Therefore, we suggest that the enterprise, the government and the industrial organizations should take the initiative to clarify the facts, and appease consumers＇ sentiment to reduce their risk perception and anxiety. In addition, in order to avoid the occurrence of the industry crisis, professional certification and industry standards should be strengthen, and at the same time using the media to reduce public panic and to enhance consumers＇ industrial trust.